TikTok has become an essential playground for African media. The channels of the two heavyweights of West African audiovisual media, Côte d'Ivoire and Senegal, are engaged in a long-distance battle for influence to attract young people, whether they are based in Africa or in the diaspora.
Ivory Coast: Life TV and NCI, driving forces behind digital technology
At the top of the rankings across all channels, the Ivorian channel Life TV dominates with 2.6 million subscribers. Known for its youthful tone, viral formats, and aggressive digital strategy, it has established itself as a pioneer in the African digital audiovisual landscape.
Another major player and clear leader on Facebook, NCI has 1.7 million followers, proving that the generalist television model can also be appealing on a network such as TikTok.
Senegal: Marodi TV, the power of fiction
On the Senegalese side, Marodi TV, producer of hit series, has established itself as one of the leaders on TikTok, with 2.4 million subscribers. This is an impressive achievement for a company that is not a television channel in the traditional sense, but nevertheless a key player in the Senegalese cultural industry.
Traditional channels follow and exceed half a million: 2STV (831,700), RTS (701,200), TFM (531,300).
In Côte d'Ivoire, new private channels dominate, partly thanks to investments in native content, partnerships with influencers, and the virality of studio shows. In Senegal, with the exception of Marodi TV, which relies on short-form content, traditional channels have not yet been able to fully capitalize on the growing demand from young audiences.
In Ivory Coast more than in Senegal, channels are now seeking to exist where their audience is: on mobile devices, in short formats, and on platforms such as TikTok.
Linear audiences are also growing on digital platforms
TikTok ranking of TV channels:
Ivory Coast
- Life TV: 2,600,000 subscribers
- NCI: 1,700,000
- A+ Ivory: 721,000
- RTI: 467,000
- La 3: 254,000
Senegal
- Marodi TV: 2,400,000
- 2STV: 831,700
- RTS: 701,200
- TFM: 531,300
- LERAL TV: 310,100
- WALFADJRI: 298,300
ITV: 217,100